On Monday morning, I went to grab a cup of coffee at a little cafe by my work. I overheard two young guys having a business meeting at a table by the window. One, in motorcycle jacket and stylishly-slashed jeans, was pitching to the other, talking about creating a decision engine for our leisure-time activities. The rest of their conversation drifted in and out of earshot, but I couldn't get that phrase -- decision engine -- out of my head. I paid for my coffee, dumped in some cream, and made for the door. As I walked back to the office, cutting down the alley, I thought over that choice of words; a techie, slang-y take on an abstract concept that also sounds fundamentally dumb. Break it down for minute: decisions are rational thoughts that generate human actions and behavior, while engines are big, brainless brutes that generate mechanical action in support of human behavior. So, do we really want an engine spewing out decisions like so much horsepower?
Since the mid-nineties, Americans have greedily slurped up every hop, skip, and leap forward in technology, from flat-screen TVs to broadband internet to the now-ubiquitous mobile web. I'm speaking to you now on a platform that has revolutionized people's ability to self-publish while actually reaching an audience. Lots of things have fallen by the wayside, from pets.com to Napster -- one might call them the inevitable casualties of forward progress. One fundamental success of Web 2.0 and beyond has been the rise of all of these engines, generating associations by plugging your eminently trackable web behavior into algorithms.
Amazon comes up with recommendations based on books you've bought, books you've browsed, and books other people have bought. Netflix analyzes what you've watched, what you've rated, and what's in your queue to come up with absurdly specific categories of movies you might be interested in. Pandora builds a library of music upon your diligence in clicking on a thumbs-up or thumbs-down icon. Google has begun to filter and customize your search results based on your previous searches and cookies embedded in your browser, especially if you use Chrome. Google Maps uses algorithms to determine the best route, based on a matrix of speed limits, lane widths, and number of traffic lights.
Since the mid-nineties, Americans have greedily slurped up every hop, skip, and leap forward in technology, from flat-screen TVs to broadband internet to the now-ubiquitous mobile web. I'm speaking to you now on a platform that has revolutionized people's ability to self-publish while actually reaching an audience. Lots of things have fallen by the wayside, from pets.com to Napster -- one might call them the inevitable casualties of forward progress. One fundamental success of Web 2.0 and beyond has been the rise of all of these engines, generating associations by plugging your eminently trackable web behavior into algorithms.
Amazon comes up with recommendations based on books you've bought, books you've browsed, and books other people have bought. Netflix analyzes what you've watched, what you've rated, and what's in your queue to come up with absurdly specific categories of movies you might be interested in. Pandora builds a library of music upon your diligence in clicking on a thumbs-up or thumbs-down icon. Google has begun to filter and customize your search results based on your previous searches and cookies embedded in your browser, especially if you use Chrome. Google Maps uses algorithms to determine the best route, based on a matrix of speed limits, lane widths, and number of traffic lights.